2014 Winners & Shortlists

The Campaign

branded entertainment is not of main concern to the clients, all focusing on the 30" TV spot to drive sales, TV spots are very high so the internet is the medium where branded content can live specially after the revolution and the internet penetration in Egypt.

Results

The Brief is to launch Dolceca Mango, under Dolceca Range perceived as the irreverent fun range. The Challenge was how to launch the new product Dolceca Mango, known for its communication is socially daring & cutting edge, yet the Product innovation wasn't big enough. We had to go all the way, we decided to launch the new exciting mango flavor through a concept-driven communication, by bluffing a story behind the new ice cream flavor. We created a viral film that showcase how Dolce team goes the extra mile to bring the most exotic Mangos, “The Swimming Mangos”.

using a teaser TV spot, outdoors that drives the consumer to the content on the internet

The results of the campaign were extremely overwhelming by growing the business 26% vs. last year. Also Dolce impulse range is contributing to 37% of the total sales of the business (vs. 35% contribution to business last year). Dolceca mainstream range is contributing to 20.7% of the total sales of the business ( vs. 17% contribution to business last year). Last but not least, launching the revamped Facebook page scoring 106,889 likes in just 2 weeks.